As Automotive marketing experts it is critical that WDA stays fully connected to its market and sectors, and up to speed on how the industry is changing and what the future looks like. With this in mind, we couldn’t wait to participate at Automechanika Frankfurt 2018.
Boasting over 5,000 exhibitors from 70 countries attracting some 135,000 visitors, the Automechanika Frankfurt trade show is the perfect place to gain such insights. It’s a superb opportunity to meet with global clients face to face and enjoy some quality networking within all areas of the aftermarket.
Previously held in Essen, Automechanika Frankfurt 2018 also incorporated the REIFEN trade (tyre innovation) fair for the first time in the newly opened Hall 12.
“For this year’s 25th anniversary Automechanika ‘Connected Mobility’ was the hot topic with lots of key exhibitors, workshops and seminars focussed on themes of Smart / autonomous vehicles, Automotive networking, digitalisation and augmented reality,” said WDA’s Lee Waterhouse.
“This theme parallels the way digital connectivity is also allowing brands to better engage with their audiences. Trade shows become a series of live, digital and networked interactions over time, not just one-off events.”
“Interactive exhibition zones provide hands-on experiences for show-goers, with Innovative digital displays, dynamic presentations and media elements providing the wow factor and new ways of tracking customer behaviour such as proximity analytics based on the movements of Wifi-enabled devices”
One of many brands promoting Connected Mobility was GKN who returned to Automechanika after a six-year absence with their “One Brand” automotive marketing concept. This showcased their comprehensive range of global aftermarket products, their stand featuring an awesome Formula E I-Type 2 Panasonic Jaguar Racing car.
ZF’s Aftermarket Division used Automechanika Frankfurt to position its brand as one with a clear focus on smart solutions and innovative technology. Hybrid technology, e-mobility and digitalisation were themes across the stand and presentations. ZF also used Automechanika to launch its new Electric Blue brake pads aimed at reducing brake noise inside electric vehicles.
Augmented Reality was used to great effect by several exhibitors with Automotive giant Schaeffler taking visitors to their ‘garage of tomorrow.’ This featured live demonstrations from technical experts who demonstrated how new AR tools will be used to allow technicians to replace parts in real time using interactive support. Visitors were invited to hold tablets in front of one of the three augmented reality displays (transmission, engine and chassis), and have virtual information about Schaeffler’s intelligent repair solutions and special tools appearing on screen.
Elsewhere, Bosch showcased their own Augmented Reality application, which has been developed to support their technical training programmes and which won them the 2018 Automechanika Innovation Award.
“Automechanika Frankfurt 2018 has been an incredible show,” said Lee, “As well as using the opportunity to gain the valuable industry intelligence our clients rely on, WDA was able to visit a new European client, catch up with lots of fantastic contacts and friends, as well as connecting with its US agency partner. We will definitely be back in 2 years, and in the meantime look forward to Automechanika Birmingham again next year”